Get a preview of Hollensen's revised edition of Marketing Management!

Svend Hollensen's 4th updated edition of Marketing Management: A Relationship Approach is publishing next month. We are giving you a sneak preview of the title. You can download the chapters below.

Download Sample Chapters

Marketing Management: A Relationship Approach 4th Edition | Svend Hollensen | ISBN 9781292291444

The download includes:

The cover
Table of Contents (Short & Long)
Guided Tour & Preface
Chapters 1 to 3

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About the book

Marketing Management: A Relationship Approach, Fourth Edition, takes the unique and innovative approach of linking relationship marketing to the traditional market planning models that are used by most marketers today.

As globalisation progresses, the need for creating and maintaining off-line and on-line relationships with the company’s customers, suppliers, stakeholders and personnel has become increasingly vital in today’s business environment.

Therefore the main theme of this edition is how to build and retain B2B and B2C marketing relationships in the value chain, both offline but increasingly also online.

New to this edition

• An important aspect of this edition is the strengthening of the online theme (social media, e-commerce, etc.), which is now incorporated in all the chapters and in many cases and exhibits.
• Focus on hot topics such as the SOSMAC model, the sharing economy, the PESTEL analysis, customer value creation & value capture, experiential marketing, smartphone marketing and social media marketing, plus a chapter on corporate social responsibility, ensure coverage of the latest and most relevant issues in marketing management.
• Focus on marketing-related themes in connection with new technologies, like Artificial Intelligence (AI), Gamification, 3-D Printing, Internet-of-Things (IoT), Omni-channel distribution and Blockchain technology.
• There is also a focus on Chinese business cases (BYD electric, DJI drones and Huawei smartphones) as China is now the world’s second largest economy, after USA.
• New case studies in every chapter plus video cases, available via VitalSource.com and linked to each part of the book bring the subject matter vividly to life.
• Striking colour design adds visual interest and helps to illustrate and emphasize key points and concepts.

About the author

Svend Hollensen is Associate Professor of International Marketing at the University of Southern Denmark and has worked as a marketing consultant for several international companies and organisations. His other Pearson Education books include – among others – Global Marketing, Seventh Edition, also published in 2017.

What the author says

“This new fourth edition of my ‘Marketing Management’ textbook clearly explains how companies can add ‘customer value’ in their on-line relationships, through the use of the new digitalisation tools, like Artificial Intelligence (AI), Sharing Economy, Gamification, 3-D Printing, Internet-of-Things (IoT), Influencer Marketing, Omnichannel and Blockchain technology. Besides this, it still contains the basic elements in how to develop a marketing plan, and how this can be turned into value for both customers and the company itself”.

Get a preview of Hollensen's revised edition of Marketing Management!

Download Sample Chapters

Marketing Management: A Relationship Approach 4th Edition | Svend Hollensen | ISBN 9781292291444

About the book

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